ESCP ALUMNI magazine - #201 - Mars 2023 - 50

Campus ❙ Brèves
ESCP Business School ranks 3rd in
the latest Financial Times European
Business School ranking
Isabella Maggioni wins best paper
award at ANZMAC 2022
The Turin campus faculty member and her co-authors were rewarded
for a paper about optimising personalisation experiences through
self-customisation and frontline customisation. Isabella Maggioni,
Daniela Corsaro, Alessandro Inversini and Manuela De Carlo received
the best paper award in the Marketing Strategy, Branding and Brand
Management track of the ANZMAC (The Australian and New Zealand
Marketing Academy's annual conference) for their study of the roles
of self-customisation and frontline customisation in driving customer
spending and loyalty.
ESCP Business School has been ranked 3rd
among the top 95 European
institutions in the Financial Times annual 'European Business
School' ranking.
ESCP ranks 1st
in Germany, Italy, Poland and Spain, and 2nd
in France
and the UK. This outstanding ranking reaffirms the school's place as
one of the most prestigious business schools in Europe.
This position in the 'European Business School' ranking is based
on the overall scores that ESCP has achieved for each FT ranking it
has featured in this year: the MBA, Executive Education, Master in
Management (MiM) and EMBA rankings. Across the board, ESCP
demonstrated exceptional performance. Our EMBA, MiM and
Master in Finance programmes rank among the top 5 in the world.
Prof. Frank Bournois
Executive President and Dean of ESCP Business School
" Our approach to business education is rooted in our European
values and identity. Ranking among the top three business schools
on the continent emphasises the overall quality of our programmes
throughout our six campuses in Europe and our commitment to this
European vision. "
Across its programmes, ESCP is also positioned at the top of the
table for international course experience and the diversity of its
faculty. In fact, 86% of ESCP faculty are international.
Prof. Léon Laulusa
Executive Vice-President and Dean for Academic and International
Affairs
" By having such a strong international faculty at ESCP, and with
campuses based in locations across Europe, our students witness
first-hand the value of diverse leadership. This brings a multi-expertise,
multi-perspective approach to learning, which enhances students'
overall experience and prepares them to be the responsible leaders
of tomorrow. "
A way to empower customers and to deliver additional
value
" Companies are increasingly introducing technological solutions to
enable consumers to customise their service experience, " write the
authors. " Although self-customisation has been proven to empower
customers and to deliver additional value, the practice of combining
it with frontline customisation requires further investigation. "
This is why they assessed the mediating role of frontline customisation
in the relationship between self-customisation, guest spending
and guest loyalty by drawing on a sample of 12,469 bookings and
customisation data related to 8,752 hotel guests over a period of
nine years.
Our work provides guidance for managers who wish to implement
customisation tools and policies in the service sector.
" We show how exclusive reliance on self-customisation tools could
backfire and reduce guest spending and loyalty. However, the negative
effect of self-customisation on behavioural outcomes is mitigated
by the customisation of services by frontline employees, " they add.
" Our work provides guidance for managers who wish to implement
customisation tools and policies in the service sector and offers
insights on the joint role of self-customisation and frontline customisation,
highlighting how a combination of the two yields optimal
outcomes from the perspectives of both consumers and companies "
50 ❙
ESCP Alumni Magazine numéro 201 ❙ MARS 2023
ESCP ALUMNI magazine - #201 - Mars 2023

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